Does Your Message Pass the Test?Written by Claire Cunningham
Develop an effective benefit message and you’re well on your way to building your company’s entire marketing program. After all, you need focus to create success. Without it you can wind up expending effort without getting reward (income, that is) you’re looking for.Start with these three ingredients: •Understanding of what customer needs and wants •Knowledge of competition’s strengths, weaknesses and messages •Insight about what you offer Gather information and chart it. What you’re looking for is a hole where there’s a customer need that you address and hopefully, competition doesn’t. Found it? That’s core of your message. Found several holes? You’ll need to prioritize. Now, write alternative introductory sentences. Remember, they need to be customer-benefit oriented, that is, they need to explain what customer GETS. Got your alternatives ready? Here are seven questions to ask of potential benefit messages. They’ll help you find promise or message that will get you most mileage: 1) Is it meaningful? This is where knowledge of customer comes into play. Your benefit message should be based on real needs of people who use your products or services. 2)Is it sustainable? Establishing your unique position doesn’t happen overnight. The message you choose should be based on what you can deliver long term.
| | Look Sharp. Play Sharp.Written by Claire Cunningham
“Look sharp. Play sharp.” That pithy statement comes courtesy of one of my older daughter’s softball coaches. His teams always had whitest pants and socks. They didn’t win every game, but they did well – better than expected. And his words stuck with me.In business looks matter too. From your product to your place of business, your firm will be judged by how you look. So having a professional logo is especially important. Look at your logo, and how it’s used. Does it show any of these signs? 1)Ragged edges; looks hand-drawn (and isn’t supposed to) 2)Stiff, stilted or out-dated design 3)Design doesn’t fit your industry 4)Inconsistent use of color, design If you answered “Yes” or “Hmmm, I’m not sure” to any of these, call in a professional. Expect to pay $50-100/hour for consultation. Around $500 to clean up an existing logo. $1,500 for new logo design. $1,000-2,500 for business stationery design (letterhead, envelopes, labels, business cards.) $5,000 and up for a full blown corporate identity program.
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